It's a widely accepted fact that your firm's prospecting process can make or break a company.
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Without good lead generation infrastructure, firms lag behind the competition and struggle to gain traction in the marketplace. To remain competitive, you need a sales process that consistently delivers qualified weather vanes business leads to sales reps.
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Where to Find Lead Lists
An Internet search is typically the first step businesses take when they're looking for a lead list provider. The Internet has obvious value, but it doesn't tell the whole story. The Internet is full of providers that are big on promises and short on execution, so it's important to verify each provider's claims and references.
We've known many lead list providers throughout the years, but we have been consistently impressed with Experian. One of the things Experian has working for it is a database of more than 14 million U.S. businesses. Companies that sell to weather vanes businesses rave about Experian's ability to deliver updated leads that have been filtered to meet precise geographic and demographic criteria.
Lead List Metrics
Multiple methods exist for measuring the effectiveness of weather vanes business lead lists.
For starters, conversion rate (number of sales/number of leads) is the most important measurement of overall lead list effectiveness. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement can tell you a lot about the quality of the leads you're receiving from your vendor. When compared to your internal lead generation metrics, a may indicate a provider that isn't performing adequate qualification or lead filtering. Similarly, individual metrics for your sales staff demonstrate how well each of your team members is using the leads they receive from your vendor.
Benefits of Lead Lists
It's a fact: lead lists give your company a competitive advantage. In many companies, lead generation is a major barrier to greater market share. When sales units are required to compile lead lists solely from phone books, online searches and other sources, lead quality suffers.
However, outsourced lead lists provide consistently reliable leads. In most cases, the lists are updated on a regular basis so sales personnel always have the most recent and comprehensive contact information for prospecting and other sales activities.
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